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#2: A
young man was just promoted to brand manager on a new brand about to go
to Test
Market. The new product was a blind test winner versus the major market
brand.
A high scoring advertising copy was produced, and a pilot plant was
constructed
and ready to produce the new brand. In less than a month on the job,
the new
brand manager concluded that the company should pull the plug on the
new brand.
The new brand manager's boss thought that his suggestion was suicidal.
But the brand manager
insisted that the proposal be moved
forward. It was, with the boss's dissenting opinion. The advertising
manager
also dissented but forwarded the proposal anyway. The Division Manager
agreed
with the brand manager's analysis and recommended closing down the
brand. The
new brand manager not only looked at his brand but also looked
at the resources available to the competition and concluded that the
competition could easily copy our brand and have national introduction
before
we could establish national production facilities. The brand manager
understood
the principle of Newton's Third Law. Within a very short time the brand
manager
was promoted to the brand manager of New Products and responsible for
five new
brands.
Success
of a
brand does not depend only on the acceptability of the product but also
on the
resources and those of the competition you are facing. As the market
changes,
so does the competition.
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in-store research company™ -- Dedicated to the
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